Achieving Business Objectives Using Email

First and foremost I need to put in a quick plug for marketingsherpa.com. I have no clue what their name means, but I am sure it makes complete sense relative to offering exceptional content and insight, which they always seem to do. Their site is well worth a visit and bookmark.

The catalyst for my endorsement (although there are many) is the chart they offer as this week’s “chart of the week.”

http://www.marketingsherpa.com/1news/chartofweek-01-31-12-lp.htm

The crux of the chart and meaningful takeaway I believe, is a clear statement as per the effectiveness email can have when properly aligned with specific business objectives.

The chart speaks for itself. I’m not a big “chart” guy truth be told, but this one does a fantastic job conveying substance. Viable objectives business can expect when Emailing is done correctly include:

• Driving website traffic
• Increasing lead generation
• Nurturing prospects
• Building brand awareness and reputation
• Improving customer retention
• Enhancing trust and Deepening relationships (my add on!)

All of the aforementioned (excluding the last of course) were perceived in the benchmark survey to be 70% and above in effectiveness relative to objectives Email can achieve.

An important caveat I may add is of course “not all emailing’s are alike”. Careful consideration and attention must be given to meaningful messaging, creative execution, and a good emailing list. All are key factors not to be underestimated.

When done right, however, one can see Email delivers significant results.